Marketers agree that digital tools and technologies are valuable, though many of their companies struggle to measure the financial impact and capture customer data.
Digital media and online tools remain a largely untapped resource for companies, according to a recent survey of marketing executives. Most respondents agree that their online presence is important and that digital tools provide their companies with a major opportunity, but few are taking the structural steps required to benefit from selling online or engaging consumers through new technologies such as social media.
Indeed, most respondents indicate that companies are still trying to figure out how digital media can meaningfully improve their bottom lines. The survey asked marketing executives from around the world about the digital tools and channels their companies use and expect to use, the challenges they face and actions they have taken in response, and the metrics available to assess performance online.
Read the McKinsey Survey Here (need to register)